YELLO®, THE NEW YELLOW APPLE IS HERE

29 November, 2016

Created in Japan, exclusively harvested and marketed for Europe in Alto Adige – Südtirol. World debut for yello® at Interpoma 2016

It has smooth alabaster yellow-coloured skin and a sweet, crunchy and juicy centre. yello®is the new yellow apple from the Land of Rising Sun that has arrived on the slopes of the Dolomites to conquer the world. The official presentation of yello® took place on Friday 25 November 2016 at Interpoma, Bolzano, during a press conference that was also attended by an official delegation of administrators from the Nagano Prefecture.

The variety, marketed under the yello® brand, is called Shinano Gold. It was created in Nagano in 1993 from a cross between the Golden Delicious and the Senshu. In 2005 the first tree was planted in Alto Adige – Südtirol, a well-known apple-growing area. In 2007 a trial agreement was signed between the Nagano Prefecture and the Alto Adige Variety Innovation Consortium (SK Südtirol), and this was followed in 2016 by the exclusive permanent production and marketing license for all of Europe and the Mediterranean basin, which belongs to VOG, the Association of South Tyrolean Fruit Growers’ Cooperatives, and VI.P, the Association of Val Venosta Fruit Growers’ Cooperatives.

“Innovation is key for the future of apple growing in Alto Adige – Südtirol”, comments Georg Kössler, Chairman of VOG. “The institutions have worked together to achieve this important result – explains Arnold Schuler, Agriculture Councillor of the Province of Bolzano – the Innovation Consortium has collaborated with Laimburg Research Centre and the Alto Adige Consultancy Centre to coordinate the development of the new apple, which has now become a reality.”

The Shinano Gold variety has been given a registered trademark: yello®, a name that highlights its distinctive colour. The lettering and logo recall the light strokes of Japanese writing while the pay off “The color of taste” reiterates the importance of the combination of colour and flavour. Today the yello®trademark is registered in 60 countries across the world.

“The Shinano Gold is one of the first varieties to be followed by the Variety Innovation Consortium from its creation, from the first pomology tests through to its marketing – commented Markus Bradlwarter, Variety Innovation Consortium Director – We are now ready to begin the commercial development phase.”

Between 2017 and 2018 over 150,000 trees will be planted in Alto Adige – Südtirol.

“We have identified an excellent opportunity: that of breaking new ground in the yellow apple segment, historically the realm of a single traditional variety – explained Gerhard Dichgans, Director of VOG – With yello® we also want to write a new chapter in the markets in which the Golden Delicious has for years been left in the shadows, such as in the UK and Germany.”

“The yello®story is a tale of the meeting of two very distant and different traditions, those of Japan and Alto Adige – remarked Josef Wielander, Director of VI.P – and people united by a single vision: that of creating a modern and successful apple that can conquer the markets.”

And this aim has been borne out by first tastings this year: in selected stores in Milan and Brussels yello® apples ran out very quickly and the feedback was extremely positive. As well as their bright yellow colour, firmness and exotic flavour, yello® apples have an excellent shelf-life and are notable for their consistent quality.

“Our joy at taking part in the development of this variety is akin to that of our children as they take their first steps in the outside world – asserted Tomihiro Kithara, General Manager of the Farming Administration of the Nagano Prefecture – To express the concept of “best in quality” in Japanese we say “SAIKOO”. I would therefore like to conclude by saying that yello® is “SAIKOO”!!”